which statement about public relations is correct which statement about public relations is correct

In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. The goal of the public information model is to release information to a constituency. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. The slow federal response was a public relations disaster for the Bush administration. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. To earn trust and mutual respect with clients or employers. Messaging is the process of creating a consistent story around a product, person, company, or service. Promoting harmful products can be damaging socially, professionally and personally. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014). Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. The top of the funnel areas of awareness and interest will not need as much focus as the decision and action areas, the down funnel aspects of a campaign for a well-known and well-loved brand. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. D. The Public Relations Society of America (PRSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics (2016, para. their public relations material. Public service announcements like the one that shows your brain and your brain on drugs.. Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. Viewing public relations as a key management function of a business or an essential strategy to manage ones individual reputation will help accomplish important goals such as establishing trust among key publics, increasing news media and social media presence, and maintaining a consistent voice across communication platforms. b- Publicity-based public relations do not. C) Special events are a type of public relations. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. This article from PRSA provides tips to those beginning a career in public relations. The brand may need to establish itself with an awareness campaign. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. The PR campaign of the Body Shop made it one of the great success stories of the early 1990s, but the unfounded nature of its PR claims undermined its image dramatically. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Handling unfavorable publicity means being honest with consumers and putting public interest first. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Marketing versus PR: Five ways to tell the difference, The real difference between public relations and advertising, incredible and would have been unimaginable 20 years ago, promoted alongside the activity or content, refers to more one-on-one marketing approaches, limits on the number of large bags of rice people could purchase, where the messages and perceived outcomes are thought to be negative (note the section on Perloff), oil gusher erupt in the Gulf of Mexico on April 20, 2010, Next: Chapter 4 Integrated Marketing Communications (IMC) and Public Relations, Creative Commons Attribution 4.0 International License. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. A media reaction plan should include a company media representative as part of the crisis management team. That worry and not the original message may influence our behavior. By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. Public relations is not considered a management function. PR has always been an important part of political campaigning and activity. PRSA is committed to ethical practices. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. Now, there is a greater ability than ever to identify and create a need not only for interested members of a mass audience but also for specific individuals in real time based on their online and physical world behavior. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Roosevelts personal tone and his familiarity with the medium of radio helped the Fireside Chats become an important promotional tool for his administration and its programs. You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. Rather, the tone, style and method of dissemination of BTL advertising are more personal. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. There are sections on content marketing and other forms of persuasion. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. Other forms of media include newspapers, television programs, radio stations, and magazines. Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. This is not to claim conspiracy or to frighten readers. Protect privileged, confidential, or insider information gained from a client or organization. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. Global PR is a $14 billion industry. 120 Wall Street, 21st Fl. Then, they might take an interest in a particular product as they learn more about its features. Advertising began in the early 1800's. B. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). The correct option is A. It is also possible to set up a communication system that can be activated in almost any emergency situation. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. please help me to solve these Desire is an even smaller group of people who are real prospects as customers and at the action point, the funnel narrows where the real customers are located. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). You can create the conditions and increase the probability of a product being bought, but it is difficult (perhaps impossible) to predict behaviors based on messaging. Helping people to survive is one of the primary functions of journalism. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. Online advertising and social media marketing have made it possible to target people with personal messages but still purchase the ads on a massive scale. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Identifying and addressing issues of public concern that affect an organization. To be considered effective, this model requires a measured response from its intended audience. This strategy served tobacco companies well up through the 1980s. Public relations also encompasses the following: Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. The history of the public relations field is often misunderstood. It is often thought of as deception, but this is not always the case. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. A companyis a business entitythat produces several types of product, whereas a brandis a term used to label a specific product or a limited family of products. We are all publishers now. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Stakeholder theory identifies people who have a stake in a given institution or issue. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Politics and PR have gone hand in hand since the dawn of political activity. Reveal the sponsors for causes and interests represented. The image below outlines other differences. Developing effective involvement in public policy and helping an organization adapt to public expectations. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. It has become easy for individuals and fake accounts to publish information into the worlds information glut. Mass audiences may be in decline but entities who know how to build mass networks of users and how to successfully, if not always ethically, use their information are only starting to show their power. The basic definition of advertising is a message or group of messages designed with three intentions: to raise awareness in the population about brands, products and services; to encourage consumers to make purchases; and, ultimately, to inspire people to advocate for their favorite brands. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. On one level, advertising is a simple concept. Which statement about government response to Hurricane Katrina is correct? Counsel subordinates in proper ethical decision making. tool. Which of the following statements is true about public relations? Twitter and Instagram followers and Facebook friends can easily be bought. release. The campaign came up with the word biosolids to replace the term sludge. Sale promotion. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. All of the answers listed are correct It includes the use of speeches, corporate websites, and special event sponsorships It is usually more expensive and less cost-effective than traditional advertising. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). The single explosion on BPs deep-water oil rig in the Gulf of Mexico essentially nullified the PR work of the previous 10 years, immediately putting BP at the bottom of the list of environmentally concerned companies. Note here that social science theories are based on many observable facts. Even the origins of the company had been made up as a PR tool: The idea, name, and even product list had been ripped off from a small California chain called the Body Shop that was later given a settlement to keep quiet. In a sense, governmental propaganda is PR, but the client is a country. Advertising is challenging enough when products do not raise ethical dilemmas. (Public relations View the full answer Transcribed image text: all AT&T 2:49 4 Exit 1 Which is an accurate statement about public relations? It isnt always pretty. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. questions. After considering all of these factors, practitioners are better educated to select the best type of campaign. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Examples of Improper Conduct Under this Provision: Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). A consistently popular political brand is that of the outsider, or reform-minded politician. A) Public relations focuses on image, whereas advertising focuses on sales. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. Finally, the two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. All the more reason to maintain good longstanding relationships with your consumers. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. Instead, the point is that consistent messaging is a base requirement for advertising to work. First, we assume that other people have seen the messages we have. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. PR campaigns occur for any number of reasons. In a society fueled by networked communications, it is becoming less important to ask what messages people receive and more important to ask what messages they seek out, according to Greg Jarboe, author of a brief history of PR. This section describes a few notable PR campaigns over the years. It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. As the readership of traditional media shift to online media, so has the focus of many in public relations. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. We acquire and responsibly use specialized knowledge and experience. The other people in the cafe are writers and professors and in the media, and the feeling of cohesion and community in that cafe becomes very apparent if someone comes in with a PC. If there is a disaster, the advice is to be truthful and transparent,to not say too much and to correct any exaggerations that emerge in the news media and on social media, within reason. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). Employing a combination of activities, designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotions, direct mail, trade shows, and special events. The best way to build good PR is to carefully maintain a good reputation over time and to avoid behaviors as an individual, company or corporation that might harm others. The purpose is to squeeze as many people through the funnel as you can and to be able to identify the level of interest in a given market subset. In response, the tobacco industry began using PR techniques to increase brand presence. Advertising is synonymous with public relations. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Public relations looks to build the relationships between organizations and stakeholders. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). You do not legally have to tell journalists everything that has happened (depending on the circumstances and whether your institution is funded by taxpayers), but if journalists discover a negative impact that you failed to disclose, they will wonder what else you are hiding, and they may give your critics and detractors extra consideration and attention. E. Typically, shorter forms of public . Chapter 1 - History, Impact, and The Big Picture, Chapter 2 - Digital Culture and Social Media's Impact on Public Relations, Chapter 4 - Integrated Marketing Communications (IMC) and Public Relations, Chapter 5 - Why Public Relations Writing Matters, Chapter 6 - The Role of Writing in Public Relations, Chapter 7 - Public Relations Writing Basics, Chapter 8 - Ethical and Legal Considerations, Chapter 9 - Tools and Tactics for the PR Toolbox, Chapter 10 - Establishing a Professional Portfolio. The Body Shop, a cosmetics company that gained popularity during the 1980s and early 1990s, used PR to build its image as a company that created natural products and took a stand on issues of corporate ethics.